Honorable people stay true to their word. On Sunday, Virgin Group CEO Richard Branson did just that when he donned lipstick, false eyelashes, and a bright red miniskirt to uphold his end of the bargain over a losing bet with AirAsia CEO Tony Fernandes. Masquerading as a flight attendant, Branson donned the uniform for an AirAsia flight en route to Kuala Lumpur, Malaysia from Perth, Australia on Sunday.

Silly much? It turns out that two years ago, Branson and Fernandes had bet on an upcoming Formula One race in Abu Dhabi, with each man wagering his own team would finish ahead of the other’s. Branson lost.

According to United Press International, the flight ensued with much hilarity: Aerosmith’s “Dude Looks Like a Lady” blasted over the plane’s announcement system as the business magnate made his grand debut. During the five-hour flight, Branson poured drinks, served meals, distributed merchandise and made in-flight announcements. (He also “accidentally” tipped a drink tray over Fernandes’ lap.)

“This has been a real first for me, but I have enjoyed the experience, and I have nothing but respect for what our fabulous flight attendants do every day to keep us safe,” Branson reportedly told CNN.

The Virgin Group CEO has always been known for his sporting sense of humor, and has even gone so far as to market a “dating service” to promote a new in-flight ordering system on Virgin America’s flights.

AirAsia had marketed the special one-way flight with Branson for $400. Approximately $100 of the ticket will go toward charity. If that wasn’t enough, bidders were also able to chip in for a chance to shave Branson’s legs the night before, raising approximately $200,000. The proceeds will go to the Starlight Children’s Foundation in Australia.

Erica Ho was previously a reporter for TIME in Hong Kong where she wrote about technology, pop culture and Asian international affairs. Before that, she worked at Gizmodo, Lifehacker and AOL. She now currently runs Map Happy, a travel-oriented site.

Funny. Not so funny is that Richard Branson's company Virgin Mobile charged me $179 for 2 weeks of local calls here in Toronto on a $25 monthly cell phone account. The company said that it was competitive pricing.